Size: 82 million
Overview: Generation that has grown up with advanced technology throughout their entire lives. Too young (or weren’t born) to remember 9/11, but have grown up during active wars globally. Raised on the Internet and using social media. Most ethnically-diverse and largest generation in US history.
Purchasing Habits: Gen Zers have seen their parents (Gen Xers) struggle with money, so they are curious about finances at a young age. This generation is seen opening savings accounts at a younger age than any generation prior. Purchases are strongly influenced through social media.
Generation Z has been raised learning the newest cutting-edge technologies for nearly as long as they have been alive. From a young age in school, Gen Zers have learned the most cutting-edge technology. The generation that started seeing iPads and other tablets in school early on. The generation that has digitally done schoolwork for almost their entire educational career. The generation that not only uses social media religiously, but also doesn’t even know the difference of a life without social media. In fact, its found that Gen Zers spend twice as much time on smartphones than Millennials do. Due to growing up in a world of omnipresent social media, Gen Z is stereotyped to be “tech-addicted” and “antisocial”.
Since they are the largest generation, Gen Zers have large buying power; they take up 40% of consumer sales. Gen Zers are most likely to make purchases on their smartphones and are heavily digitally influenced with purchasing decisions. Gen Z purchasing behaviors have shown that they care more about being part of an experience than being part of a brand.
To Gen Zers, brand loyalty is about trust, honesty and transparency about the company. Growing up active social media users, Gen Zers care about political and social change and equality. Seeing those traits in a brand is important in a brand gaining Gen Z followers. They have also shown that they’re willing to spend more on products that hold value through its message, rather than through its label power.
This generation is different than any other generation; they hold strong passions that are purposed towards changing a larger picture, and the hold the brands of products that they buy accountable to their standards.
Gen Z is the largest generation in the US, and sooner than later will numerically take over the workforce from its predecessors; Millennials and Gen Xers. Since Gen Zers aren’t quite in the professional workforce yet, we can’t indefinitely say what this will look like regarding the dynamic with three other generations actively working.
What we do know, is that Gen Z has grown up during (what’s currently) the peak of the digital age, making them the most technologically driven generation, which will show in the workplace. With the rise of the digital age, more and more jobs are opening in tech-based fields, which are high in demand and have high-paying salaries.
High schools across the country are not only including technology further into students’ everyday routines, but also they are expanding curriculum to cover more technological skills to prepare them to go into these jobs in the workplace. In past generations, these jobs have been predominantly filled by men. As time has shown, slowly women have been diving into this industry. Once Gen Zers reach a professional working age, we can expect to see a highly diverse group of young adults spread across technologically-related industries.
Check out our Generation Use Series. Part 1 is live on bytecraft/byte-buzz. The last part will be posted next week, stay tuned!